When I saw the above packaging, it immediately struck me. ‘Domestic Priority’- it is such a strong word and such a strong message. Marketing gurus always talk about the need to be focused and being strong at one thing rather than average at many things. Focus is the word used to go out in the market with one core competency. Advertising executives always try to tell the client to keep the message short, simple and easy. Do not add clutter to the already cluttered minds of the consumer. Make sure you are associated with one word or thing rather than not standing for anything that separates you from competition.
With this message, Blue Dart is clearly going to face a loss when it comes to international couriers. Not in the short run, but in the long run. Blue Dart will stand for domestic couriers. This new strategy allows Blue Dart to be a master of the domestic market. It will be ahead with respect to the local players allowing it to carve a niche for itself in terms of quality and service and thus command a premium in the long term.
What I liked most about the concept is that they are trying to quantify a service. 10.30- time definite delivery. Quite appreciable. I just hope that they have done homework about their distribution and made sure that the 10.30 mark is not breached. It takes a long time to build an equity whereas a snap of fingers to lose everything.